Museum Marketing and Strategy

Designing Missions, Building Audiences, Generating Revenue and Resources

by Neil G. Kotler, Philip Kotler,

Subject categories
ISBNs
  • 0470370394
  • 9780787996918
  • 9780470370391
  • 9781119363743
This newly revised and updated edition of the classic resource on museum marketing and strategy provides a proven framework for examining marketing and strategic goals in relation to a museum's mission, resources, opportunities, and challenges. Museum Marketing and Strategy examines the full range of marketing techniques and includes the most current information on positioning, branding, and e-marketing. The book addresses the issues of most importance to the museum community and shows how to
  • Define the exchange process between a museum's offerings and consumer value
  • Differentiate a museum and communicate its unique value in a competitive marketplace
  • Find, create, and retain consumers and convert visitors to members and members to volunteers and donors
  • Plan strategically and maximize marketing's value
  • Achieve financial stability
  • Develop a consumer-centered museum
  • Wiley; July 2008
  • ISBN 9780470370391
  • Read online, or download in secure PDF or secure EPUB format
  • Title: Museum Marketing and Strategy
  • Author: Neil G. Kotler; Philip Kotler; Wendy I. Kotler
  • Imprint: Jossey-Bass
Subject categories
ISBNs
  • 0470370394
  • 9780787996918
  • 9780470370391
  • 9781119363743

About The Author

THE AUTHORS

NEIL G. KOTLER is the president of Kotler Museum and Cultural Marketing Consultants, Arlington, Virginia, and a former museum professional at the Smithsonian Institution.

PHILIP KOTLER is the S.C. Johnson & Son Professor of International Marketing at Northwestern University's Kellogg School of Management in Evanston, Illinois.

WENDY I. KOTLER is an educator and museum consultant of long-standing. She is vice president of Kotler Museum and Cultural Marketing Consultants.

Subject categories
ISBNs
  • 0470370394
  • 9780787996918
  • 9780470370391
  • 9781119363743